So there’s this new site called Hello Giggles for ladies, and it was co-founded by Zooey Deschanel, everyone’s boyfriends favorite pretend girlfriend. And it’s alright. Like, I skim over it in my Reader alright, and one of these days, let’s be real, I’ll unsubscribe when I’m feeling purgy.

You might also know that Zooey Deschanel is in this new show on FOX called New Girl. As in, new to you, new to us, new new new and exciting. And it’s funny. I dig it. She’s sort of endearing, and not annoying in a everybody’s boyfriend wants you to be their girlfriend kind of way.

Now, let’s say the rest of the website is not just one big secret drug front pushing Zooey Deschanel down our throats. Let’s say it’s really trying to be the “entertainment destination for smart, independent and creative females.” Let’s say they earnestly mean it when they say that “everything hosted on the site will be lady-friendly, so visitors need not worry about finding the standard Boys Club content that makes many entertainment sites unappealing to so many of us.” Why post ridiculously long, ridiculously detailed recaps of a show starring one of your founders, alongside ads for said show, alongside ads posing as how-to articles on how to get the hair of the lead character of the show? Are the content creators of Hello Giggles aware of how unsubtle they’re being as to not feel a need to put out a disclaimer? Is the excess making the transparency unnecessary?

And let’s get past the idea of episode recaps as a somewhat derivative form of writing about television, an “art” form that’s only good if it actually delivers new knowledge about the direction and meaning of the show, instead of a way to just catch up if you missed it or rant with others if you’re obsessed, something that’s really ultimately as a tool for the website to get more hits in search traffic or whatever. These are literally just recaps. No more, no less.

It may be a comedy, but I’m going to give New Girl more props than Hello Giggles even thinks it’s giving the show with its excessive and untransparent/overlytransparent coverage. I’ll give Zooey more props too. It’s not as if I think she’s standing over her minions in the Hello Giggles office saying “WRITE ABOUT ME!”, looking like Alice after she’s eaten the bad big cookie.

I say, look guys. I see that there are lots of people sucking up your content, and that in the comments below your sponsored post about how to get Zooey’s New Girl hair, lots of non-New Girls wrote things like “Thank you!!” because they were so pleased they can feel a little closer to this person they like.

But I really say, tone it down. You’re acting a little too much like Jess (see below). And even I can’t believe that you’re trying to be that meta.